- The RFU is poised for a substantial financial boost following the decision to rename Twickenham
- According to Mail Sport, terms have been finalized for a minimum duration of 10 years
English rugby is on track for a financial gain exceeding £100 million after finalizing a naming rights agreement with Allianz.
Starting September, the venue presently known as Twickenham Stadium will officially adopt the name Allianz Stadium.
Mail Sport has learned that a contract has been signed for a minimum of 10 years, valued at over £10 million annually.
Six Nations competitors Wales, Ireland, and Scotland have existing naming rights agreements, and the Rugby Football Union has been contemplating this contentious move for nearly ten years.
The generated funds will be allocated to all levels of the sport, with sevens likely to receive support due to the format’s rising popularity in the Olympics.
English rugby is set for a windfall of more than £100m from the stadium naming rights deal with Allianz
RFU chief executive Bill Sweeney says the partnership will be hugely beneficial for rugby
The funds will be invested across all levels, with sevens a possible beneficiary
The RFU’s decision to completely eliminate the name Twickenham from the new stadium branding has received a mixed response, yet the sport is in dire need of financial support.
RFU chief executive Bill Sweeney remarked: ‘We’re truly excited to be extending our partnership with Allianz, which will enable us to invest further into both community and professional rugby. This opportunity allows us to honor our stadium’s admirable history while also preparing for the future. This partnership is crucial for advancing the sport at all levels, from grassroots to elite, encompassing everyone from club coaches to national coaches.
‘In the upcoming years, the RFU and Allianz will collaborate to enhance the fan experience, offering supporters and the local community an exceptional matchday and event experience.
‘As we approach the Women’s Rugby World Cup in 2025, it is entirely appropriate that the inaugural match at the newly christened Allianz Stadium will feature the Red Roses facing New Zealand on September 14.’
Allianz has maintained a partnership with the RFU for the last four years, and their renewed investment in England’s rugby governing body will lead to the establishment of a new fund aimed at supporting grassroots rugby.
